Klaviyo Launches Innovative Features to Enhance Customer Engagement and Personalization

Table of Contents

1. Key Highlights
2. Introduction
3. Automated SMS Conversations: Redefining Customer Interaction
4. Mobile In-App Messaging: Elevating Engagement
5. Custom Objects: Flexibility in Data Management
6. Implications for B2C Marketing Strategies
7. What’s Next for Klaviyo and B2C Marketing
8. FAQ

Key Highlights

• Klaviyo has introduced three significant features: automated SMS conversations, mobile in-app messaging, and custom objects to foster better customer relationships.
• These innovations are designed to address the challenge of fragmented customer data and improve marketers' capabilities in delivering personalized experiences.
• Klaviyo's approach aims to streamline B2C engagement by simplifying the tech stack while enhancing automation and customer insights.

Introduction

Imagine receiving a personalized text message from your favorite retail store, suggesting products based on your previous purchases in real-time. This was once the realm of hypothetical marketing scenarios, but with Klaviyo’s latest innovations, it’s now a near future possibility for businesses. As of March 2025, Klaviyo has rolled out critical features aimed at creating deeper customer relationships through automated SMS conversations, mobile in-app messaging, and customizable data management. In a world rife with fragmented tech stacks and siloed customer information, these tools address the pressing need for seamless personalization. This article will explore these features in-depth, examining their potential impact on B2C marketing strategies and customer experience.

Automated SMS Conversations: Redefining Customer Interaction

One of the most remarkable enhancements Klaviyo is introducing is automated SMS conversations. Traditionally, SMS has been leveraged for time-sensitive notifications, like sales or new releases. However, Klaviyo takes this a step further by creating an interactive and dynamic platform that fosters two-way conversations between brands and customers.

Engaging in Real-Time

Automated SMS conversations provide a platform where customers can engage in real-time dialogue. The technology allows businesses to answer frequent questions, recommend products, and guide customers through the purchasing process—all via SMS. Through these interactions, brands can gather first-party data, crucial for tailoring future engagements and improving personalization strategies.

For example, a customer might text a keyword to a business they follow, triggering a series of automated responses that ask them tailored questions. By answering, customers provide information that brands can use to enhance their service offerings. This method ensures that brands maintain ongoing contact with their customers and refine their marketing messages based on evolving preferences.

Expert Insight: "The power of SMS marketing lies in its immediacy. With Klaviyo’s automated conversations, businesses can not only respond promptly to customer inquiries but also create a personalized shopping experience, which is crucial in today’s competitive market." — Sarah Thompson, Digital Marketing Expert

Overcoming the Typo Challenge

A unique aspect of the automated SMS feature is its fuzzy keyword matching. This technology allows businesses to maintain the flow of conversation even when customers misspell or use variations of keywords. This resilience in communication is vital in ensuring that the consumer experience is smooth and engaging, even amid human errors.

Mobile In-App Messaging: Elevating Engagement

The introduction of mobile in-app messaging represents a significant shift in how businesses communicate with customers who have downloaded their apps. Research indicates that 38% of app users prefer receiving messages directly within the app, making in-app communication a fertile ground for engagement.

Driving Key Actions

Unlike traditional push notifications, in-app messages deliver content to users at moments when they are actively engaged with the app. This strategy minimizes the likelihood of opt-in fatigue and allows brands to guide users through key actions—whether that is encouraging purchases, sign-ups, or engagement with promotional content.

For instance, a fitness application may use in-app messaging to notify users of a new workout plan or special seasonal discounts. This interaction not only enhances the user experience but also drives app engagement, facilitating better conversion rates.

Design and Implementation

Creating in-app messages using Klaviyo’s forms editor is straightforward. Marketers can craft messages with ease, applying the same templates and design philosophies used throughout the Klaviyo platform. The approach reduces operational complexities while enabling personalized messaging.

Custom Objects: Flexibility in Data Management

One of the most persistent challenges in customer relationship management is managing data effectively. Klaviyo’s new feature, custom objects, allows businesses to create flexible data structures that cater to their specific needs, diverging from traditional, rigid data models.

Tailoring Data to Business Needs

Custom objects enable businesses to capture intricate details—such as reservations, appointment schedules, and subscription models. For instance, restaurants can create a reservation object that tracks critical information like reservation time, party size, and dietary restrictions. This level of granularity aids in sending tailored follow-ups or promotional messages, ensuring that every interaction feels personal and thoughtful.

Case Study: A local restaurant implemented custom objects to manage customer reservations. They were able to send personalized reminders for upcoming reservations and suggest menu items based on customers’ dietary preferences, resulting in a 20% increase in repeat visits.

Linking Data Efficiently

With Klaviyo’s custom objects, businesses can also link these details to customer profiles on either a one-to-one or one-to-many basis. This capability allows businesses to create more nuanced customer segments and tailor messaging accordingly, enhancing overall engagement and customer loyalty.

Implications for B2C Marketing Strategies

Klaviyo's recent developments present compelling implications for B2C marketers purely focused on improving customer experiences. As the volume of data available grows, the ability to manage and leverage that data effectively becomes paramount.

Addressing Fragmented Data Challenges

Many businesses grapple with siloed data across multiple channels, which complicates customer insights and personalization efforts. Klaviyo’s CRM, tailored uniquely for B2C applications, directly addresses these challenges. By integrating SMS, in-app messaging, and customizable data structures, the platform reduces the friction caused by disparate tech stacks.

Evolving Customer Expectations

In an environment increasingly dominated by personalization, customers expect brands to understand their unique preferences and offer tailored solutions. The automation of SMS conversations and the dynamic potential of in-app messaging are pivotal in meeting—and exceeding—these expectations.

What’s Next for Klaviyo and B2C Marketing

Klaviyo’s introduction of these innovative features marks just the beginning in their journey to reshape B2C marketing. As they iterate on their product offerings, the goal remains clear: empower brands to enhance customer relationships without sacrificing ease of use for sophistication.

Continuous Improvement

Businesses today thrive on their ability to adapt. As Klaviyo continues to roll out new functionalities, marketers are challenged to refine their strategies continuously, harnessing customer data to personalize interactions at every touchpoint in the customer journey. This ethos of constant evolution will be fundamental to maintaining a competitive advantage in the rapidly changing landscape of consumer expectations.

FAQ

What are the new features launched by Klaviyo?

Klaviyo has introduced three new features:

1. Automated SMS Conversations - Enable real-time two-way interactions via SMS.
2. Mobile In-App Messaging - Deliver personalized messages within apps to enhance engagement.
3. Custom Objects - Allow for customizable data management tailored to diverse business needs.

How can automated SMS conversations benefit my business?

Automated SMS conversations facilitate direct engagement with customers, enabling brands to respond to queries, recommend products, and gather data on preferences in real-time, enhancing personalized marketing efforts.

Why is mobile in-app messaging becoming more important?

With 38% of app users preferring communication within apps, mobile in-app messaging allows businesses to engage users during active sessions, promoting key actions and enhancing user experience.

What are custom objects, and how do they aid in personalization?

Custom objects are flexible data structures that help businesses capture unique information like reservations or customer preferences, allowing for tailored engagements and improved customer insights.

How does Klaviyo's CRM simplify B2C marketing?

Klaviyo’s CRM is specifically designed to integrate SMS, in-app messaging, and custom data management seamlessly, addressing the challenges of fragmented tech stacks and enabling effective personalization strategies.

Through its focus on innovation, Klaviyo is poised to lead in transforming customer relations, steering B2C marketing toward more responsive and personalized paradigms.